Dellia

One Sanity Studio powering all Dellia brands across 11 markets

To support rapid growth, Dellia needed a modern digital platform that could showcase their brands, serve retailers, and scale globally.

Delia website displaying pouches of dried pineapple, peach, and mango.
TECH STACKSanity CMS, Next.js+React, Vercel
INDUSTRYFMCG
YEAR2024 - Ongoing
WEBSITEhttps://dellia.no/

An Introduction

Dellia Group develops and distributes fast-moving consumer goods (FMCG) across Europe, with beloved brands like Sunshine Delights® and Dippies®. Their products are stocked in 8,000+ retail stores across 11 countries, making them a leader in grocery, kiosk, and specialist retail.

To support rapid growth, Dellia needed a modern digital platform that could showcase their brands, serve retailers, and scale globally.

The Challenge

Dellia’s old website was outdated and difficult to manage. The challenges were clear:

  • No central control across multiple sub-brand websites
  • Manual, inefficient workflows for updating product and retail content
  • Limited multilingual support for their growing European presence
  • Difficulty exporting product information for wholesale and distribution partners

The existing platform was holding back their ability to scale and communicate with retail customers effectively.

The Choice

Dellia turned to Represent to rebuild their platform on a headless architecture with Sanity CMS.

Why Sanity CMS?

  • Unmatched flexibility for structuring product and brand content
  • Scalable multi-domain setup, all managed from a single Sanity Studio
  • Easy localisation workflows across 11 languages
  • Ability to integrate AI-assisted content editing at the document level

We have plenty of experience with both Sanity CMS and multi-brand platforms, so we were really excited about the challenge.

A mobile screen displaying an ad for delllia dates, featuring three product pouches labeled Cooper, Carrie, and Stacey.
A smartphone displaying the "DATE with" website with three pouches of flavored dates: Sour Cola, Salted Caramel, and Strawberry.
A mobile advertisement for Sunshine Delights dried fruit, showing pouches of dried pineapple, peach, and mango, with the text "Tasty, Juicy & Bursting with Flavour."

The Solution

Represent delivered a modern, centralised, headless CMS platform tailored for Dellia’s global operations:

One Sanity Studio, multiple domains:

Product database with export tools

  • Retailers and wholesale partners can generate PDFs with product details, palettes, and retail unit info

Mono repo codebase

  • All code and content handled in one place for consistency and efficiency

11 languages

  • AI assistance for translation and localisation across markets

Scalable architecture

  • Built for growth across new countries, brands, and retail channels
A mobile screen showing a form to request a product information sheet for "Sunshine Delights® Dried Melon," with fields for company and contact information.
A Dellia Group investor website UI with an overlay of fruits on green steps and a language selection menu.

The Results & Next Steps

Results so far

  • Centralised management of all brand websites in one Sanity Studio
  • Streamlined content workflows, reducing time spent on updates
  • Easy export of product information for wholesale and distribution
  • Full localisation across 11 languages, with AI-assisted efficiency

Next steps

  • Expanding into new European markets with the same scalable setup
  • Leveraging data-driven insights to optimise retail distribution
  • Extending Sanity Studio with more custom tools for product marketing

Dellia now has a future-proof headless CMS platform that scales with their business, whilst supporting retailers, consumers, and internal teams.

Let's work together

If your brand or distribution business is limited by outdated systems or losing control over digital sales channels, a headless architecture with AI-powered tools can transform your operations. Get in touch with Represent to start building a scalable platform tailored to your business.

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